Resources are best accompanied whilst watching how the event went down:
SEO for PPC – The Perfect Pairing – Crystal Carter
Top Tips:
- PPC/SEO combo creates resilience in a dynamic SERP
- PPC adds traffic resilience during algo recovery
- Use SEO & PPC to drive user-first activity on multiple fronts.
- How to source ideas for user-first content
What it Really Means to be Data Driven – Veronica Ruiz Morcillo
Top tips:
- PPC is a powerful data gathering tool that can help and boost the business
- Being data-driven means that you try to make decisions based on data, without bias.
- Build the story – The key is to look for the story the data is telling you
Understanding and Optimising GAds Performance Max – Chris Ridley
Top Tips:
- Marketers need to invest time into learning how machine learning does/doesn’t work
- The human factor will remain relevant, even essential, in digital marketing’s present and future
- Our job now is to teach, pilot, diagnose, and strategise
- Unlevel the plating field – Frederick Vallaeys
Audience Research Q&A Session with Rand Fishkin
Questions Asked:
- Tell us about SparkToro and what the company does
- How much trust should you put in ad platforms and how many conversions would have happened anyway? Is performance marketing being misled by skewed/false data?
- How important is timing + relevant messaging for the right audience.
- In a cookie less world, is programmatic dead?
- Can you elaborate on how SparkToro gets the data…e g ” high engagement hidden see gems”/Any timeline of SparkToro rollout in Germany?
- What’s your writing process like? Do you just think in perfect sentences all the time?
